How To Write a Great Twitter DM to Potential Clients

By Jo Falkner

How many times have you received a DM on Twitter from a new follower or someone you just followed and get some droll message that offers nothing? Your marketing efforts insist that Twitter is a valuable tool, used by a majority of marketers across the board – not just realtors. However, most messages fall flat the moment they get to anyone’s inbox. Too often have I seen messages that were poorly constructed, poorly thought, and poorly executed in RENewsSource’s Twitter inbox that make me want to cry. What can you do to ensure that your message gets across? Here are a few things that I have noticed that can help you as well.

Tip #1: Don’t go instantly for the sales pitch

How many of you still make cold calls? OK, how many of you all actually enjoy getting and making those cold calls?
That’s what I thought.
I posted something a while back on how cold calling was becoming obsolete due to the presence of social media and the greater ROI associated with digital marketing efforts. But why is this becoming obsolete? Impersonal? Lack of thought? You wouldn’t pick up the phone, pick a random number, and start trying to deal your services to an unsuspecting company that knows nothing about you or you know nothing about. People are busy, and frankly, don’t have time to listen to something they’re already suspicious about. The same things go for your Twitter message.
Here are some examples of some bad Twitter DMs that you should take care to avoid having (the names have been left out):

“Discover How To Literally Quit Your Job, Work From Anywhere & Earn A Passive Income The Same Time.. [sic] Click To Apply (Link here).”

“Thx [sic] for the follow. I went from 1 listing to 40 in less than 6 months! I can teach you, your team or your brokerage to call like me (link here).”

What do you notice about these messages? In the first one, this validation thing that they sent. I have no idea what that’s about. And the company that sent the message does not line up with the company name that originally sent this message. They’re probably using an automated bot to send the message, but this shows poor planning on their part.
The second one simply sounds like every pyramid scheme that has passed our vision over the years. There’s always someone peddling a get rich quick scheme, and this one sounds no different. Also, what’s up with the caps? Is this a book title? Not to mention the sheer content of the message itself. This shows that the company didn’t even bother to look at who just followed them. Take a minute to use other tools to curate more carefully a message that someone will heed.
The third one sounds too good to be true and follows the sales pitch approach. No interest in reaching out, no interest in what we do, and no regard for what we are here at the NewsSource.
They all are impersonal, sales-y, and thoughtless – not to mention discourteous. Don’t be that guy. Don’t go straight for the sales pitch.

Tip #2: Be relevant and know your audience

This kind of fits into tip #1, but let’s extrapolate that a little. In your crowd of followers, you’re going to get some people that make you scratch your head as to why they’re following. But let’s talk about those that are relevant to your knowledge base. For you realtors, that’s obvious, but you may have to mine to find them. This can be done not just when someone follows you, but also what they tweet as well. The key to the Twitter DM here is that it must be relevant. Keep an eye on the Twitter Trends in the left-hand side. Don’t let a bot do all your work. It’s tempting – trust me, I know – but many will see right through it. Especially if it’s irrelevant. This just shows that you don’t care enough to understand what your potential clients need and want.
If you’re really looking to be a specialist on Twitter, use the search function for anyone using a certain hashtag, like #RealEstate (our personal favorite). See who’s talking and participate!

Tip #3: Do something enticing

By this, we mean to offer something to those you’re DMing. It could be something as simple as a laugh or an offer for assistance. Perhaps a free consultation on selling their home or some decorating tips. This is where you can get creative and talk about your gifts on the online platform for everyone to see. In real estate, you know it’s not just your knowledge people are paying for: it’s also you, your personality, your own personal touch in a seemingly impersonal world.
So what can you do to make it personal?

Use humor

Link to your Facebook/LinkedIn/Blog/What have you

Link for some free stuff

E.g. Reasons why you need a home inspection before you buy, a free guide to get on the road to selling their home, lawn care tips, etc. The sky’s the limit – but keep it relevant. You can share cooking tips and baby photos later.

Sincere "thank you" with an invitation to continue the conversation

A teaser

Here’s an example of one DM we got that shows that tactic:

“Welcome to _______, RENewsSource! Want to know what we've been loving? Visit us at _____”.

Like for a like

Get to know you survey

This also helps with lead generation and qualification.

The point here is to show that you care and that you can help with their problems related to your area of expertise. You’re not just about selling your services. You also practice some empathy because you’re a real person with real feelings.

Every one of your followers is important as they could turn into a client at some point in time. Even the ones that make you scratch your head. Tweak the message, give it some thought, and watch things start to morph into your favor. Just remember: don’t be that sales-oriented person. They’re about as welcomed as a bee in your car when you’re driving down the highway... or the scorpion on United Airlines.

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